David Abraham,- Before he went off to run Channel 4, he ran UKTV. He’s a very clever man, it was David who re-branded UKTVG2 as ‘Dave’
We bumped into David in the Scandi coffee shop, he introduced us to Tom Lucas and Sara Holt and a couple of months later we were all working on re-branding two factual channels, Eden and Blighty.
We helped Tom and Sara develop a clear strategy and galvanising end-line for each channel and then we created all the advertising. We produced press and poster campaigns nationwide, and a unique launch website for each channel as well as advising on PR and Partnerships.
We wrote and executed brand posters for Blighty that showed the nation as a modern melting pot and introduced the union jack logo as a marketing icon. This allowed us to do a lot of heavily branded small-space ads for content and appointment to view executions.
For Eden we created a poster and press brand campaign that introduced the notion that Eden would take the viewer to all these extraordinary places. We developed a red arrow icon that again made it simple and effective to create a lot of hard working, smallspace appointment to view ads.
Results,- The results were fantastically successful with both channels exceeding expectations at a very tough time to launch. The re-brands bought new viewers into a factual pay – TV category, grew channel performance and attracted new sponsorship and advertisers.
As a result, the projected payback over the next four years is £9.1 million. A fabulous return on investment. In fact the campaign was so successful that it won an IPA effectiveness award in November 2009.